Proposing an Intelligent Competitive Online Network Model Based on Electronic Commerce to Enhance Business Performance Through Online Marketing Capabilities in Media Companies

Abstract

The present study was conducted with the aim of systematically explaining and analyzing the role of the intelligent competitive network in improving business performance, with a particular focus on the mediating role of marketing capabilities and competitive advantage in media companies operating in Tehran and Alborz provinces. In the highly turbulent environment of the media industry, competitive intelligence is no longer an option; rather, it constitutes the fundamental infrastructure for survival and sustained profitability. From the perspective of research purpose, the study is applied, and in terms of data collection and analysis, it falls within the category of descriptive–survey research. The statistical population consisted of 500 managers, experts, and senior specialists active in the media ecosystem. Using the Krejcie and Morgan table, a sample of 217 respondents was selected through simple random sampling. The main measurement instrument was a standardized questionnaire containing 28 items measured on a Likert scale, which was distributed among the respondents after confirmation of content validity by subject-matter experts and verification of reliability using Cronbach’s alpha. To examine the complex relationships among the constructs of the model, Structural Equation Modeling (SEM) with the Partial Least Squares (PLS) method was employed using SPSS version 21 and SmartPLS version 2. The findings of the structural model indicated that the intelligent competitive network plays a critical role in enhancing business performance through strengthening marketing capabilities. According to the results, although competitive intelligence has a direct effect on performance, the strongest impact is achieved when this intelligence leads to the creation of distinctive competitive advantages and the enhancement of marketing expertise. In essence, intelligence functions as the cognitive input of the organization and transforms its marketing capabilities into tangible business outcomes. Based on the statistical results, it is recommended that media managers accelerate the process of identifying emerging audience needs by deploying advanced and up-to-date monitoring systems. Continuous innovation, identification of creative opportunities in digital markets, and the establishment of strong information networks with suppliers and customers are vital requirements for improving competitive positioning. Furthermore, organizations are advised to replace traditional strategies with models based on competitive intelligence networks in order to demonstrate proactive responses to competitors’ actions. The use of predictive analytics not only reduces decision-making risk but also ensures sustainable competitive advantage in the chaotic media environment by creating service differentiation.